The digital marketing industry in the U.S. was valued at an estimated $62 billion last year, according to a study from the Direct Marketing Association. The estimate totaled the value of the data market, including publisher sales of demographic information and revenue from online advertisements and e-mail subscriber targeting, based on an assessment of 650 companies working in personal data. The estimate seeks to quantify the industry's value as consumer concern over online data collection has mounted, writes Elizabeth Dwoskin.

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